Pega 1:1 Customer Engagement Summit: London

From Campaigns to Conversations – The Transition to Real-Time Decisioning

Marketing organizations have built formidable campaign machines, yet customers now expect what campaigns were never designed to deliver: relevance in the moment, across every channel, every time. This session examines the shift from segment-and-send to real-time decisioning, where data and AI determine the next best action for each customer, interaction by interaction. We’ll explore what changes when marketing moves from selling to serving, how agentic AI reshapes the work of marketers, and the questions leaders should ask before scaling AI across customer engagement.

Registration and Check-in – Join us for a rolling check-in with a hosted lunch.

The Future of Agentic Marketing Operations

Shoel Perelman, Vice President of Product, Decisioning and AI, Pegasystems Discover how AI-driven, collaborative agents are transforming marketing execution from end to end—identifying content gaps, accelerating compliance, optimizing performance, and seamlessly connecting strategy to deployment. This session reveals how agentic workflows enable marketers to operate faster, smarter, and at greater scale by automating complex orchestration across tools and teams. Attendees will gain a practical vision for adopting agentic operations to unlock true one to one engagement.

Creatives, Not Coordinators: How to Rewire Marketing with Agentic AI

Top brands reveal what modern marketers are experiencing in the field s- they have customer data, a mature next-best-action programs, and strong channels, yet too much of their energy goes to manual handoffs, brief coordination, and compliance reviews rather than to customers. Learn about a 10-week experiment with a simple question: which parts of marketing operations should humans own, and which can agents execute? Along the way the team tested agents on ingesting briefs, surfacing underserved customers, finding content gaps, and producing compliance evidence at stage gates. Leaders explain how the real work of agentic AI is less about technology and more about redesigning how marketers spend their time on behalf of customers.

Panel - Turning Signals into Experiences: Elevating Personalization with Data, AI and Decisions

Speaker Brands: Mastercard, Amazon Web Services, Coforge and Pegasystems

Customers now arrive with intent already formed by AI-led discovery, and they benchmark every brand against AI-native experiences. Most enterprises have the data and the tools, but few can turn a customer signal into the right decision and the right experience in real time, across every channel. Hear from leaders from Mastercard Dynamic Yield, Pega, Amazon Web Services, and Coforge debate what it takes to close that gap: the difference between showing the right offer and deciding which offer to make, what agentic commerce means for CX teams, and how to scale personalization without losing the human touch.

Transformation Reckonings, Realizations and Reflections

In this fireside chat, you’ll hear from leading organizations who have enabled a successful, high value transformation from traditional marketing to ai-powered personalization. These lessons in rebuilding will focus on the journey through vision, alignment, stakeholder engagement to measuring success and everything in between.